08 Oct 2023

The Africa Continental Free Trade Area (AfCFTA) is set to be a boon for Africa’s creative industry should countries leverage the trade pact to maximise their benefits.

Speaking during a panel discussion themed: Accelerating Implementation of the AfCFTA Through the Tourism, Creative and Cultural Industries”, the Minister of Environment and Tourism, Ms Philda Kereng, said achieving the milestone required skills, research and intellectual property rights to protect ownership of resources by Africans.

The panel discussion was part of the three-day Africa Tourism Leadership Forum which brought together key stakeholders of Africa’s travel, tourism, hospitality and aviation sectors to network, share insights, and devise strategies for intra-Africa travel and tourism growth across the continent.

Ms Kereng said connectivity was needed for those in the creative industry to establish markets and use existing opportunities to grow the sector.

She said marketing skills to take products and services across the continent were needed.

This includes common marketing strategies and events experiences.

She said connectivity in terms of transportation, airlines, shipping, road and railways infrastructure should also be part of the package, alongside skills development.

Ms Kereng said African creatives should be able to land into the global space where they could trade in filming, arts and performances such that opportunities were created for them to be able to go outside the continent to win awards.

She spoke of the need for training schools to build capacity, which was possible if there was profiling and connection among Africans.

She said government policies must address diversification in terms of incorporating cultural experiences into mainstream tourism.

She also said legal frameworks were critical in protecting intellectual capacities and enforced delegation of royalties by owners of cultural knowledge, products, and services.

UNESCO Head of Culture Unit, Regional Office for Southern Africa, Mr Francisco Duran, said member states needed to recognise the dual nature of culture, cultural goods and services.

He said UNESCO acknowledged the economic value and important cultural attractions, values, identity and symbols, adding that tourism was the biggest contributor to GDPs in Africa.

Acting Chief Executive Officer of Botswana National Arts Council, Mr Sakarea Rabalone, said innovation and technology were key. He said gone were the days when arts and culture took the back seat,  emphasising that they must move with the times. ENDS